SoftLAB 3D prints a kaleidoscopic pavilion for 3M at SXSW 2015 that showcases colorful dichroic film
A household name in resilient scotch tape and self-adhesive velcro, 3M wowed the crowd at South by Southwest 2015 (SXSW) with a 3D-printed pavilion awash in kaleidoscopic colors, with every inch of the structure designed to showcase a 3M product at work. SOFTlab collaborated with 3M and BBDO to create the pavilion, a continuous modular structure made from powder-coated aluminum pipes, which assembled within minutes. The easy-build structure was composed of over 1,200 unique 3D-printed joints and sockets with a rotating snap, so that even the proverbial monkey could rise to the occasion. Overhead, more than 3,000 3M cable ties were used to construct the display and bar elements, as well as the complex dichroic ceiling. Responsible for the phosphorescent glow of shifting color, like the inside of a soapy bubble, was the exterior clad in custom Scotchlite fabric held together with zippers—one of the only times the retroreflective material has been deployed on an architectural scale. These panels of material reflected the highly saturated colors generated by 3M’s dichroic film-a-thin-filter, which creates saturated hues from light. An all-white interior played up the colors even more, coated in a glossy white di-noc laminate, an architectural finish by 3M. Meanwhile, a dichroic film laminate on the acrylic cladding of each crystalline-shaped column added to the glimmering quality of the interior, and flooded the visitors in color. The clever intricacies of the structure plunged visitors into the world of material science, a domain in which the multinational conglomerate predominates.